I’ve worked with technology integrators across North America.
If you’re anything like the majority of them, you have NO time to keep up with the intricacies of digital marketing. And why should you? You’ve got a business to run. You may be on job sites, or managing techs all day.
Some of my clients end up with hefty ad budgets to drive traffic to their websites. There’s definitely a time and a place for this. However, it can happen prematurely.
All the ads in the world won’t have an impact if your website is a leaky bucket that leaves a bad first impression and doesn’t capture leads.
That’s why I encourage my clients to get the basics right first, and ramp up from there:
- Are you staying in touch with current clients for reviews, referrals and repeat business?
- Is your website set up to rank locally in Google for key services and brands?
- Are prospects met with happy client testimonials on your website at every turn? (Hint: they should be!)
- Do you have systems in place to get back to inquiries extremely fast? (Sending them straight to your smartphone makes this easy)
- Is Recurring Monthly Revenue a goal of yours? If so, are you featuring it prominently on your website, with easy online sign up?
Do any of the above questions connect with your business’s needs?
Here’s What You Need To Know For 2020:
Don’t neglect your email list.
I’ll often speak with clients who tell me they’ve been collecting client emails for years, but don’t use the list. This is despite the broad consensus that email marketing is the single highest ROI action you can take online! If you had to take one marketing tactic to a desert island, this is the one.
So with that in mind, get a free Mailchimp account and get to work! Once a month is fine to start with. Focus on providing value first and foremost: ways to fix common home technology problems, or new smart home features to be aware of. When you’re in touch regularly, you stay top of mind for referrals, and keep a channel open to share sales and promotions.
Ask for reviews.
Reviews are crazy important in 2020. How important? Just look up “plumber near me” and decide between the plumber with an average 4.9 rating and 55 reviews, and the one averaging 3.5 stars over 2 reviews.
The easiest time to ask for a review is just after the sale, when your customer has a fresh memory of your amazing service. Try having techs hand out business cards with a link to a reviews page on your site. Then, make sure the reviews page contains direct (one-click) links to the review screens of the most popular sites (here’s how to do that on Google).
Consider remarketing ads.
Apart from email marketing, remarketing provides some of the highest return-on-investment around. If you’ve ever shopped for something on Amazon, then seen that product show up in the sidebar on ESPN.com, you’ve seen this in action. Since most visitors who come to your website leave and never come back, remarketing gives you a second chance.
Only feature one service per page.
If you’re hoping to show up for “home theater installation memphis,” you’re going to have a long road ahead of you if you just have a single Services page that bullet-points what you can do. Instead, the Google-friendly way is to build a separate page for each service. It takes longer, but gives you a fighting chance at showing up in your local rankings. Make sure to include the name of the service and your city name in your title tags and headings, and in the body of the page.
Beef up your rankings with new content.
Keep an eye on your keyword rankings. Anything on the first page is an achievement, but ideally, you’re aiming for the first three positions. Identify keywords you’d like to rank higher for. If you don’t already have a dedicated service page for this keyword, make one! If you do, then add the keyword into a “blog topics” list. Over time, blog posts around search phrases you want to rank for will help juice your rankings.
Claim your Google My Business profile.
Google has a succinct, updated guide on this here, but suffice it to say, this is wildly important to modern rankings. Google My Business drives the profile of your business that shows up on the right-hand side of Google when searching for your business name. It’s also where your Google reviews live.
Get leads sent to your smartphone.
Use a service like Nexmo to forward web inquiries directly to your smartphone as an SMS, helping you (or your sales manager) to reply in minutes rather than hours.
Chat directly with leads on your website.
Some people like talking on the phone, and some will opt to send in a contact form. But some people are hesitant to do either, and just want to ask a question in a low-pressure way. Make it easy on them by adding a chat widget to every page of your site. I recommend using Facebook Messenger Customer Chat, because it automatically buzzes you via the Facebook Messenger app (which is likely already on your phone).
Don’t hide your testimonials.
When it comes to converting prospects, testimonials are king. So why hide them on a “testimonials” page? Integrate testimonials strategically throughout your site, particularly your home page. The more, the better. Remember: what your customers say about you matters 100x more than what you say about yourself.
Highlight recurring service plans.
You’ve been hearing about this from industry gurus for years. Does it make sense for your business? Is actually coming up with plans and enrolling clients a challenge? Pushing it online may be the answer.
If building recurring monthly revenue is a key part of your business plan, as it is for many integrators, why not put it front and center? Send an email out to current clients explaining your new options for 2020. Use recurring billing software (like Chargify) to enable clients to sign up directly from your website. As a bonus, you’ll get new clients thinking about service from the first time they encounter your brand online, so it’s easier to sell later.